Affective Response to the Ad (Anxiety)

What it measures

A three-item scale measuring affective response to the ad.

Response format

7-point scale

Scale items

• anxious
• nervous
• uncertain

Full scale items shown. Always cite the original source when using this scale in research.

Usage notes & scoring

Internal consistency (alpha = .86) was reported in the primary study.

Citation

Lau-Gesk, Loraine and Joan Meyers‐Levy (2009), "Emotional Persuasion: When the Valence versus the Resource Demands of Emotions Influence Consumers’ Attitudes," Journal of Consumer Research, 36 (4), 585-599.

Keywords